What it will take to get one million African traders online?

In recent years, the global retail landscape has witnessed a significant shift towards e-commerce, with digital transactions becoming a norm in modern consumer behavior. Appletree Digital Commerce is at the forefront of this revolution, launching the ambitious 'Take One Million African Traders Online' movement. Nigel Daura, the Managing Director of the company, recently sat down for an interview with CNBC Africa's Eugene Anangwe to discuss the initiative. The core issue that the movement aims to address is the lack of economic opportunities for young people across the African continent. According to a projection by the African Development Bank, by 2025, there will be an alarming 263 million young people with no economic stake. Recognizing that many individuals without formal jobs engage in buying and selling products or services, Appletree Digital Commerce seeks to empower them by enabling them to establish an online presence. The company has set a lofty goal of raising $263 million through crowdfunding to provide small businesses and SMEs with grants of up to $5,000 each. These grants will facilitate the setup and maintenance of online stores for a minimum period of 24 months. However, the challenges faced by current online traders go beyond just access to tools. Issues such as product selection, customer acquisition, and traffic generation present significant hurdles. Appletree Digital Commerce is adopting a holistic approach to address these challenges, incorporating training programs and ecosystem development to equip traders with the necessary skills and knowledge. The COVID-19 pandemic has underscored the importance of e-commerce, prompting a surge in the sector, and the company aims to leverage this momentum to drive growth and connectivity. The long-term goal of the 'Take One Million African Traders Online' movement is to enable a million small businesses to establish an online presence. To achieve this ambitious objective, Appletree Digital Commerce plans to raise a substantial $5 billion over the next five to ten years. By partnering with industry experts globally and leveraging their expertise, the company is confident in its ability to create a thriving e-commerce ecosystem in Africa. In a bid to incentivize public participation and raise funds, the company has launched a crowdfunding campaign labeled 'Best Jobs in Africa.' Contributors stand a chance to win lucrative prizes, including a fully furnished home in Zimbabwe's premier postcode, cars, and a business opportunity. The campaign aims to engage a diverse audience and encourage $20 contributions from individuals worldwide, offering them a chance to change their lives and embark on a new e-commerce journey. Addressing potential skepticism surrounding the campaign, Nigel Daura highlighted the launch of user-friendly services such as Kabul, a website builder, and bread box, a digital gift card platform. These tools aim to facilitate seamless integration for individuals and businesses seeking to establish an online presence, ensuring that the movement's objectives are achievable and sustainable. While critics may question the viability of giving away luxury prizes, Appletree Digital Commerce views this as an investment in building a robust e-commerce ecosystem. By empowering traders and enabling them to generate income through online platforms, the company looks set to create a profitable business model in the long run. With a clear vision, innovative strategies, and a commitment to empowering African traders, Appletree Digital Commerce is paving the way for a digital revolution in the retail sector across the continent.